{"id":1605,"date":"2026-01-05T19:40:05","date_gmt":"2026-01-05T14:10:05","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1605"},"modified":"2026-01-05T19:40:05","modified_gmt":"2026-01-05T14:10:05","slug":"paytm-insider-king-finder-audio-campaign-case-study-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/paytm-insider-king-finder-audio-campaign-case-study-paytunes\/","title":{"rendered":"Paytm Insider King Finder Audio Campaign Case Study | Paytunes"},"content":{"rendered":"

How Paytm Insider\u2019s King Finder Audio Campaign Drove High LTR with Paytunes<\/span><\/h1>\n

 <\/p>\n

\"Paytm<\/p>\n

 <\/p>\n

Campaign Overview\/Background<\/span><\/h2>\n

Paytm Insider, a leading platform for discovering and booking live events across India, partnered with Paytunes to amplify awareness for its \u201cKing Finder\u201d hip-hop initiative in July 2024. The 7-day digital audio campaign was designed to connect urban music lovers in Delhi with upcoming live hip-hop experiences. By using immersive, in-stream audio supported by companion banners across premium streaming platforms, the campaign highlighted how audio-first storytelling can build attention, drive interest, and guide listeners toward action during moments of high engagement.<\/span><\/p>\n

 <\/p>\n

Campaign Objectives<\/span><\/h3>\n
    \n
  • Drive strong awareness and ticket interest for Paytm Insider\u2019s hip-hop events among affluent young adults.<\/span>\n

    <\/span><\/li>\n

  • Prioritise the Listen-Through Rate (LTR) as the primary success metric, followed by Click-Through Rate (CTR) and reach.<\/span>\n

    <\/span><\/li>\n

  • Ensure audio engagement translated into meaningful user action through clear call-to-action messaging.<\/span>\n

    <\/span><\/li>\n<\/ul>\n

     <\/p>\n

    Strategy & Execution<\/span><\/h3>\n
      \n
    • Delivered 30-second digital audio ads with clickable companion banners across Wynk, JioSaavn, Pocket FM, and Zeno.<\/span>\n

      <\/span><\/li>\n

    • Applied frequency control of three exposures per user to balance recall and listener comfort.<\/span>\n

      <\/span><\/li>\n

    • Targeted men and women aged 18\u201345 in Delhi, focused on premium smartphone users and hip-hop genre listeners.<\/span>\n

      <\/span><\/li>\n

    • Executed a sharp 7-day burst in July, aligned with rising interest around live performances by popular desi rap artists such as Seedhe Maut and Karma.<\/span><\/li>\n<\/ul>\n

       <\/p>\n

      Key Results & Outcomes<\/span><\/h3>\n

       <\/p>\n

      \"Paytm<\/p>\n

       <\/p>\n

        \n
      • Delivered a strong <\/span>1.16x uplift in Listen-Through Rate (LTR)<\/b> against benchmarks, highlighting high audio completion and sustained listener attention.<\/span>\n

        <\/span><\/li>\n

      • Achieved a <\/span>2.07x improvement in Click-Through Rate (CTR)<\/b>, demonstrating effective movement from attention to user action.<\/span>\n

        <\/span><\/li>\n

      • Met planned delivery with <\/span>1.00x reach<\/b>, ensuring consistent exposure among the intended audience.<\/span>\n

        <\/span><\/li>\n

      • High completion rates and a diversified platform mix ensured engagement remained both wide and well-targeted across premium streaming environments.<\/span>\n

        <\/span><\/li>\n<\/ul>\n

         <\/p>\n

        Device Type Breakdown & Reach Strategy<\/span><\/h3>\n
          \n
        • Mobile Android<\/b>
          \n<\/span>Dominated delivery with ~87.74% share of total impressions.<\/span>
          \n<\/span>Primary driver of LTR and CTR uplift across the campaign.<\/span><\/p>\n

          <\/span><\/li>\n

        • Mobile iOS<\/b>
          \n<\/span>Accounted for ~10.92% share, representing the second-largest contributor.<\/span>
          \n<\/span>Played a key role in complementing Android reach, especially among premium users.<\/span><\/p>\n

          <\/span><\/li>\n

        • Tablet (Android)<\/b>
          \n<\/span>Very minimal share (~0.6%)<\/span>
          \n<\/span>Likely contributed to incidental or passive listening sessions.<\/span><\/p>\n

          <\/span><\/li>\n

        • Desktop (Other)<\/b>
          \n<\/span>Represented ~0.42% of impressions.<\/span>
          \n<\/span>Minimal engagement; not a core device for audio-based interaction.<\/span><\/p>\n

          <\/span><\/li>\n

        • Smart Home Devices \/ Smart Watches<\/b>
          \n<\/span>Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/span><\/p>\n

          <\/span><\/li>\n

        • Tablet (iPad)<\/b>
          \n<\/span>Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.<\/span><\/p>\n

          <\/span><\/li>\n<\/ul>\n

           <\/p>\n

          Insight: <\/b>The campaign’s engagement metrics, like LTR and CTR were primarily driven by mobile-first consumption, validating Paytunes\u2019 strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.<\/span><\/p>\n

           <\/p>\n

          Paytm Insider King Finder Ad Execution<\/h3>\n

           <\/p>\n